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Social marketing, PR insight & thought leadership - from The PR Coach
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4 Questions CEOs Wish Marketing Could Answer – Without Having to Ask

4 Questions CEOs Wish Marketing Could Answer – Without Having to Ask | Public Relations & Social Marketing Insight | Scoop.it
From www.convinceandconvert.com - November 27, 2014 10:32 AM

There are few marketers in the industry who haven’t felt the pains of working with a CEO who isn’t behind the marketing strategy. A study by The Fournaise Group revealed that 80 percent of CEOs don’t trust – and aren’t very impressed by – the work done by marketers.


In other words, CEOs oftentimes aren’t on the same page with the people who spread the word about their company. Sound effective? Not by a long shot.


While not every CEO needs to be a marketing expert, it’s imperative that CEOs have a clear understanding of marketing’s role within their business and how to measure its effectiveness. I recently polled my network of CEOs to find out their top marketing questions....

Jeff Domansky's insight:

Big challenge! Why don't CEOs always understand what marketers are doing? Probably because they can never be sure whether or not marketing activities relate directly to their bottom line.

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Battle royale! Which of the world's top 10 brands is biggest on social?

Battle royale! Which of the world's top 10 brands is biggest on social? | Public Relations & Social Marketing Insight | Scoop.it
From econsultancy.com - August 5, 2013 11:40 AM

"Brand" will always be a nebulous term. Arguments rage about its true value, especially on social media...


Although recent research shows that it can be responsible for nearly 15% of your total worth (Or much, much more, if you’re J.K.Rowling), it’s still seen by many as the ultimate wooly metric. There’s no doubt that being a household name will improve your chances of success in social, but just how far will it take you?


I’ve taken a look at the world’s top ten brands, and matched up their profiles across the biggest social media platforms.Let’s see what’s in a name...

Jeff Domansky's insight:

Lots of social media insight from this post which looks in detail at how leading global trends perform in various social media. I found a lot of valuable insight and actionable marketing ideas.

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Can Content Marketing Really Generate B2B Sales? | B2C

Can Content Marketing Really Generate B2B Sales? | B2C | Public Relations & Social Marketing Insight | Scoop.it
From www.business2community.com - February 18, 2013 3:29 PM

Content marketinghas become a bit of a buzzword recently. It’s become a synonym for digital marketing and a catchall term for marketing tactics like blogging and social media. It’s also become an essential part of B2B marketing strategies, recent research found that 88% of B2B content marketing spends are to either stay the same or increase in 2013.

 

For B2B companies, the bottom line is sales. Most B2Bs aren’t interested in becoming a household name brand, or appearing on billboards. They just want to sell their product. Which is odd, considering that same research found that only 43% of B2Bs listed sales as a measurable target for content marketing....


Via Brian Yanish - MarketingHits.com
Jeff Domansky's insight:

The goal is still to get leads into the sales funnel whether it's through high quality content or other social media engagement.

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Paid Social Ads Convert More Customers | eMarketer

Paid Social Ads Convert More Customers | eMarketer | Public Relations & Social Marketing Insight | Scoop.it
From www.emarketer.com - September 11, 2014 11:49 AM

Facebook's dialing-down of organic brand content has been a hot topic for months. And according to recent research, paid ads on social networks do have better conversion rates than organic content.


For the most part, though, social media is not the last or only touch for consumers on the path to purchase. According to Convertro’s figures, 87% of interactions with social content were a middle touch, while just over one interaction in 10 was either the last or only touchpoint.


Still, some social venues are more geared toward conversion than others. YouTube stood out in Convertro and AOL’s research as the most likely social media property by far to turn a prospect immediately into a customer—likely because video content like that hosted on YouTube can provide 100% of the information an online shopper needs to make a purchase decision.


The distance between a social touchpoint and a conversion also depended on the type of product being purchased. The research found that more impulsive purchases—such as subscriptions to services like Birchbox or Dollar Shave Club, personal care items and local services—were more likely to appear as social ads and lead immediately to a conversion, as the last or only touchpoint on a consumer’s journey....

Jeff Domansky's insight:

This research study provides really valuable insight on content marketing, how social media channels convert and which channels convert best. Recommended reading. 9/10

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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Public Relations & Social Marketing Insight | Scoop.it
From www.mobilemarketer.com - August 5, 2013 11:12 AM

Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.


The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers.


"For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....

Jeff Domansky's insight:

This research report and post are extremely valuable for marketers, PR, content marketing and social media pros. It also reminds us that social media still has a long way to go in driving "real" ecommerce. Recommended reading.

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Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 2014 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.
luke sumich's curator insight, October 2, 2014 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram
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